| Journal Call no. | HF5415.12.H6D57 |
|---|---|
| Article Title | Creating brands that sell. |
| Is Part Of | Direction ; v.5, no.4, Jul/Aug 1996, p.4-5, illus. |
| Abstract | Steve Chui, Hong Kong Institute of Marketing Adviser and General Manager of Unilevel Hong Kong, thinks that the best way to defend against private labels is to build up a strong brand. But the battleground, which is the product category, is also a key factor. "You have to look at the product category. Whether a brand is strong or not depends on the benefits, emotions and also level of personal involvement." |